When it comes to determining the long term health and viability of a business, nothing has a stronger impact than brand strategy.
There are many elements that play into an effective brand strategy. Everything that your company does — every advertisement, engagement with customers, and public press releases that you make — all play a small role in how your company is perceived by your intended audience.
When you think of some of the biggest and most memorable brands in the world, who do you think of? Coca-Cola? GM? Nike?